What Zappos is doing to personalise customer experience and…


Zappos head of customer research, Alex Genov
Zappos head of customer research, Alex Genov

Few companies of the digital era are as synonymous with the concept of great customer service as Zappos.

The Las Vegas-based footwear and accessory seller set the bar with a returns policy that allowed shoppers to receive a full refund for items they were unhappy with any time within a year of purchase.

This policy allowed Zappos to quickly amass a loyal following, and keeping those customers happy is a key focus for the group’s head of customer research, Alex Genov, who is speaking at the forthcoming CX Innovation & Tech Fest in Melbourne. Genov came to Zappos with a background in experimental social psychology, and specifically in how emotions are formed and perceived.

“That fed my perspective of not looking at people as a big blob, but always thinking about what are meaningful differences in certain contexts,” he tells CMO.

As a result, Genov leads a team whose goal is always to understand customers as people first.

“The way we phrase it here is Zappos is a customer service company that happens to sell shoes and clothes and handbags and accessories, but its DNA is customer centricity,” Genov says.

That stance has informed all subsequent decisions, from pricing through to the returns policy and the experience that customers receive via phone and online support.

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